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Why Is My Google Ads CPC Going Up? 7 Common Causes
3 February 2026 · 5 min read
When your CPC rises, it's usually a signal, not bad luck. Here are the most common reasons and what you can do.
7 causes of rising CPC
- More competitors bidding on the same keywords
- Quality Score has dropped
- Seasonal demand (e.g. Black Friday)
- Budget too low (limited daily impressions)
- Device or location performance shifts
- Bid strategy changes
- Auction dynamics (fewer impressions, higher competition)
What to do
Audit Quality Score, review negatives, adjust bids by device/location, and consider seasonal budgets. Track changes over time to spot patterns.